Abstract

Abstract: The study investigated the impact of Customer Relationship Management (CRM) on performance of deposit money banks in Abia State. The study adopted a random sampling technique which made it possible for all the workers to have equal opportunity to being selected as the representative sample based on the total population of the two hundred and ten (210), a normal confidence level of 95% and error tolerance of 5% was used. ANOVA showed a large F-statistics of 509.23 coupled with a significant value of less than 0.005 which indicated that there was a 95% confidence interval that the difference was accepted. The regression gave the value 0.564. The value using 2-tailed analysis was flagged as being significant with a 0.001 sig. value. Equally implied that there was a more than 95% confidence interval. More so, Since the p-value 0.154 was greater than 0.059 that was (real 0.154 > rtab 0,059). Therefore, the researcher found that there was relationship between CRM practice and customer satisfaction of First bank and GT Bank Plc. in Abia state. Also that there was an influence of CRM practice on profitability in First Bank and GT Bank Plc. in Abia state. Finally that there was an influence of CRM practice on the market share of First bank and GT bank plc in Abia state.